2024 Food trends: Embracing ‘Less is More’ for protein’s optimal role

Protein consumer mindsets have shifted, altering their behavior, and ultimately, their spending habits, according to the“Protein Profile,” a 2024 protein trends report.  

Produced by Cargill’s North American Protein Business, the report unveils four key protein-focused trends with immediate impacts for food businesses. It not only shares how to effectively adapt these trends into operations but provides food manufacturers a direct look into what consumers want and need, as larger cultural trends, like family size and perceptions of value fluctuate. 

These top trends will necessitate a reliance on — or even a reimagining of — protein offerings fit for shrinking kitchens and the wide spectrum of spenders. The report underscores the notion that a protein-centric approach is not merely a smart response to these trends, but a promising opportunity for businesses.  

The less is more mentality

Nearly two-thirds of U.S. households are made up of only one or two individuals, according to the U.S. Census Bureau. Food retailers and brands can offer right-size portions, like single-serve dinners and proteins, to suit these smaller households’ needs. For example, 86% of shoppers look through different packages of meat to find the ideal size and cost, according to FMI’s “The Power of Meat.” 

Protein that is freeze-and-reheat friendly is another key approach. Based on Cargill’s latest data, over 60% of grocery shoppers freeze chicken breast, ground beef or pork chops after “most” or “every” purchase. 

Consumers’ growing needs for smaller-size meals have undoubtedly given rise to the skyrocketing popularity of air fryers and pressure cookers, offering ease and compactness in the kitchen. Many families also cook or prepare batches of larger cuts of beef or chicken using grills, the second leading household cooking appliance per Circana. 

“This consumer data provides opportunities to rethink the modern American’s protein needs,” says Jay Furnald, Cargill’s consumer insights manager. “With smaller households dominating, retailers and protein brands can rethink portion sizes, packaging, and promotion.”

To thrive in 2024’s climate of shorter grocery lists and smaller families, food businesses must adapt by embracing right-sized protein products, freezer-friendly packaging, and appliances suitable for batching protein or meal-prepping for one. 

Redefining value on consumers’ own terms

Different income levels have varying perceptions of “value.” Cargill’s report identified a clear barbell effect. While high-income buyers are eating out less to save money, budget-minded consumers are trimming their grocery store budgets.

This demands that businesses strategically tailor protein products, recipes, and dining experiences that speak to buyers on both sides of the spectrum — 71% of which are hoping to cut food and beverage costs, noted by NielsenIQ.  

On the upper-income side, managing expenses looks like dining out less often, while still buying specialty products for their own kitchen. Consumers’ resourcefulness at home demands that retailers and restaurants get resourceful too, offering provisions that feel like a splurge, reminiscent of a restaurant experience.

On the other end, budget-conscious consumers are reaching for pared-down, smaller options for the sake of affordability. In foodservice, diners minimize deluxe purchases or add-ons, and favor one main entrée instead, according to data from Circana and NielsenIQ.

As for retailers, FMI’s “The Power of Meat” research finds that private label products have increased in popularity by 60% since 2021.

“We’ve seen big gains in private label over the past years, especially in fresh meat and seafood,” says Allison Welch-Lis, director of Cargill Protein. “Shoppers are open to private label innovation in ways that they weren’t before.”

Cargill’s report provides an evidence-based blueprint to appeal to across-the-spectrum budgets and tastes:  

• Retailers can hone in on advertising and discounts for budget-conscious buyers. 

• Food service operators should consider smaller-portioned menu items, especially for the 71% of consumers wanting a smaller portion option when dining out, as per National Restaurant Association, “State of the Restaurant Industry” 2023 findings. 
• Brands can expand both specialty ingredients and cost-effective private label proteins

Business’ insight-to-action strategy

The companies that prioritize protein research and development initiatives that reflect a less-is-more mindset and the cost-value continuum can expertly position themselves to capitalize on the shifting market. 

These market trends pose opportunities to connect meaningfully with consumers in 2024.

To access the four protein trends and operationalize them into action, read Cargill’s “The Protein Profile” here.